2025 Winners
International and Region 2
Tennessee Department of Safety and Homeland Security
Safe Store Tennessee Campaign 
The Tennessee Department of Safety and Homeland Security’s, TDOSHS, Safe Store Tennessee advertising campaign was designed to encourage Tennesseans to make smart choices when storing their firearms. TDOSHS produced video, radio and print ads that ran on cable and broadcast TV, traditional and streaming radio, movie theaters, newspapers, billboards, and social media. They supported the paid advertising with a robust and consistent earned media campaign featuring media releases and 26 unique social media messages posted across the TDOSHS’s social media channels. With memorable and impactful visuals, the ads focused on preventing firearms being stolen from vehicles and accidental shootings. The theft prevention ad featured a Tennessee Highway Patrol trooper, police officer and sheriff’s deputy interacting with a playful theft reminding Tennesseans not to leave unsecured firearms in their vehicles. The accidental shooting prevention ad features a family with young children and helps viewers imagine the tragedy that can happen if firearms are not stored safely. To support Tennesseans in safely storing their firearms, through the Safe Store Tennessee program, the TDOSHS is offering free cable locks that can secure most shotguns, rifles, pistols and revolvers available on request to any Tennessean at more than 250 distribution locations statewide including all Driver Services Centers and Tennessee Highway Patrol district headquarters. Since the campaign launched, more than 19,000 unique visitors have come to our website, SafeStoreTN.com, for more information or to find their local free cable lock distribution partner.
Region 1
Société de l'assurance automobile du Québec
Stop Driving Before Fatigue Stops You 
The Société de l'assurance automobile du Québec (SAAQ) released its campaign “Do not drive half dead. Stop before fatigue stops you” on the web, social media, traditional radio and Spotify, designed to remind people that fatigue affects their ability to drive and can cause accidents. Fatigue at the wheel is a major road safety problem, while the most recent statistics indicate that it causes on average 24% of fatal accidents and 24% of all accidents with bodily injuries in Quebec. The campaign aimed to raise awareness among drivers who travel during the summer, a time when many accidents occur. By featuring zombies and using a familiar expression, it was possible to mark the imagination, surprise and make people think.
Region 3
Wisconsin Department of Transportation, Division of State Patrol
Control Your Drive
The Wisconsin Department of Transportation (WisDOT) expanded its ‘Control Your Drive’ campaign with the release of a second video featuring Milwaukee Bucks star Bobby Portis. ‘Control Your Drive’ encourages everyone to rethink their duty to prevent reckless driving. The campaign targets reckless drivers across the state through social media and outreach to media. Data from recent years shows a higher percentage of reckless driving crashes in Milwaukee County. WisDOT leveraged local community support for fan-favorite Bobby Portis and the Milwaukee Bucks with targeted placement of the new ‘Control Your Drive’ video to audiences in and near Milwaukee.
Region 4
California Department of Motor Vehicles
Final Countdown to REAL ID - Get on Board 
The DMV designed new, eye-catching REAL ID advertising materials to remind Californians to get a REAL ID before the federal enforcement date of May 7, 2025. The DMV partnered with the Transportation Security Administration (TSA) to include TSA agents and DMV personnel in digital and print signage, as well as a video that is shown at many major California airport security checkpoints. The ads have also appeared on some airport websites, the DMV website, 168 DMV offices, and accompany related REAL ID outreach materials.